GRASIM, a part of the Aditya Birla group, plans a Rs 4-crore ad spend in the next two and half months to launch its fabric brand `Freedom'', according to Mr S. Krishnamoorthy, Executive President (Fabrics & Apparels), Grasim Suiting. The company has come out with a new range of fabrics under the brand name Freedom.

Mr Krishnamoorthy said that research studies have shown that men needed more colours to choose from and not just the black, brown and steel greys.

The fabric is a blend of polyester and viscose and has a different texture, which imparts a smooth and comfortable feel. Mr Krishnamoorthy said that though there were a number of readymade brands in the market, a large portion of the market still went in for tailored trousers.